Impact of Customer Service Practices on Customer Satisfaction and Retention

1School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China

2CIM-UK, Simon Page Business School, Accra, Ghana

Abstract

In any business to customer (B2C) or business to business (B2B) type of environment, a customer is the ultimate goal and objective. More often than not, it can be quite an issue. This perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a customer’s mind. As such, this predicament has provided as a challenge task to most business conglomerates that places strong emphasis on customer relations. Although many researches and studies were conducted on the actual working of the customer’ mind, till today it is still a mystery. Therefore, this research is focused on the impact of customer service practices on customer satisfaction and retention in the regional medical stores (Koforidua). The study adopted both qualitative (case study) and quantitative methods respectively. The medical store in the eastern region was selected to gather data, which was acquired from answers obtained from our administered questionnaire. The population of the survey constituted the clients that the medical store supply drugs and other medical services to within the eastern region of Ghana. Hypotheses of the study were analyzed using correlation and regression. Results of the study showed that there are high positive correlation between the constructs of customer service practices, customer satisfaction and customer retention.